Portfolio bidding strategies

Published at Mar 24, 2024

Portfolio bidding strategies

Portfolio bidding strategies in Google Ads are automated, goal-driven bidding strategies that group together multiple campaigns, ad groups, and keywords to help advertisers reach their performance goals.

These strategies use Google AI to set bids and include Smart bidding strategies like Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, Maximize clicks, and Target impression share.

Portfolio bid strategies can be shared among multiple campaigns and are stored in the Shared library for centralized management and performance tracking. They were previously known as “flexible bid strategies”

Factors

When choosing a portfolio bidding strategy in Google Ads, several factors should be considered to ensure optimal performance and alignment with your advertising goals. Here are some key factors to take into account:

  1. Campaign Goals: Define your campaign objectives clearly, whether it’s maximizing conversions, increasing clicks, improving ROAS (Return on Ad Spend), or achieving a specific CPA (Cost Per Acquisition). Select a portfolio bidding strategy that aligns with these goals to drive the desired outcomes

  2. Budget Allocation: Consider how you want your budget distributed across campaigns and ad groups. Portfolio bidding strategies allow Google AI to optimize budget allocation based on performance data. Ensure that the chosen strategy aligns with your budgeting preferences and goals

  3. Conversion Tracking: Effective use of portfolio bidding strategies requires accurate conversion tracking. Ensure that your conversion tracking is properly set up to measure the success of your campaigns and enable the bidding strategy to optimize towards conversions effectively

  4. Bid Flexibility: Evaluate the level of control and flexibility you need over bids. Portfolio bidding strategies offer both strategy-level bids and ad group-level bids, allowing for customization and fine-tuning of bids based on specific campaign requirements. Choose a strategy that provides the desired level of bid control

  5. Performance Metrics: Consider the key performance indicators (KPIs) that are crucial for your campaigns, such as conversions, clicks, ROAS, or impression share. Select a portfolio bidding strategy that focuses on optimizing bids towards these metrics to drive campaign success

  6. Automation Preferences: Determine your comfort level with automation in bid management. Portfolio bidding strategies leverage Google AI for automated bid optimization. Assess whether you prefer more manual control over bids or are open to automated bidding strategies for efficiency and performance improvements

  7. Testing and Monitoring: Be prepared to test different portfolio bidding strategies and monitor their performance closely. Regularly analyze results, make adjustments as needed, and refine your bidding strategies based on real-time data to ensure continuous improvement and alignment with campaign goals

By considering these factors when choosing a portfolio bidding strategy in Google Ads, advertisers can make informed decisions that maximize the effectiveness of their campaigns, optimize budget allocation, and drive desired outcomes efficiently.

Ad delivery

Portfolio bidding strategies in Google Ads can significantly impact ad delivery by leveraging AI-powered, goal-driven bid strategies to optimize bids across multiple campaigns. These strategies help advertisers reach their performance goals by automating bidding and providing a centralized location for managing bids. Here’s how portfolio bidding strategies affect ad delivery:

  1. Efficient Optimization: Portfolio bidding strategies use Google AI to set bids based on specific goals like Target CPA, Target ROAS, Maximize conversions, and more. By automating bidding across multiple campaigns, these strategies optimize ad delivery to achieve desired results efficiently

  2. Centralized Management: Portfolio bid strategies provide a single place for advertisers to adjust bidding settings for all campaigns using a single portfolio bid strategy. This centralized management ensures consistent bid optimization and streamlined ad delivery across the entire portfolio

  3. Customization and Control: Advertisers can set both strategy-level bids and ad group-level bids within portfolio bidding strategies. This allows for fine-tuning of bids to favor certain ad groups over others, providing control over ad delivery based on specific campaign requirements and goals

  4. Granular Bidding Options: With portfolio bidding strategies, advertisers can refine bids on specific positioning, demographics, devices, and more. This granular control over bidding options enables precise ad delivery optimization to target the right audience effectively

  5. Optimization for Performance Goals: Portfolio bids enable advertisers to adjust bids across campaigns, placements, devices, and other parameters to reach performance goals. By increasing bids on campaigns with higher conversions and decreasing bids on campaigns with lower performance, ad delivery is optimized for better results

In brief, portfolio bidding strategies in Google Ads impact ad delivery by automating bidding, providing centralized bid management, offering customization and control over bids, providing granular bidding options, and optimizing ad delivery for specific performance goals. Advertisers can leverage these strategies to enhance ad delivery efficiency, reach their target audience effectively, and achieve their desired outcomes.

Types

The different types of portfolio bid strategies available in Google Ads include:

  1. Target CPA (Cost-Per-Acquisition): This strategy aims to maximize conversions by setting bids to achieve a specific cost-per-acquisition goal. It uses Google AI to optimize bids for conversions across multiple campaigns, ad groups, and keywords

  2. Target ROAS (Return on Ad Spend): Target ROAS focuses on maximizing the value generated from advertising investments by setting bids to achieve a specific return on ad spend goal. It leverages AI-powered bid optimization to drive higher conversion values

  3. Maximize Conversions: This strategy is designed to increase the number of conversions by automatically setting bids to help advertisers maximize the conversion volume within their budget. It is an effective way to drive more conversions across campaigns and ad groups

  4. Maximize Conversion Value: With this strategy, bids are set to maximize the total conversion value rather than just the number of conversions. It is ideal for advertisers looking to optimize for higher conversion values and overall revenue generation

  5. Maximize Clicks: The Maximize Clicks strategy aims to increase site visits by automatically setting bids to help maximize clicks within a set budget. It is suitable for advertisers who want to drive more traffic to their website efficiently

  6. Target Impression Share: This strategy focuses on increasing brand visibility and reach by setting bids to target a specific impression share goal. It helps advertisers ensure their ads appear in prominent positions on search results pages or reach a certain level of visibility

  7. Enhanced CPC (Cost-Per-Click): Although not specifically a portfolio bid strategy, Enhanced CPC is part of Smart Bidding and adjusts manual bids based on the likelihood of conversion. It can be used in conjunction with portfolio bid strategies for more effective bidding

These portfolio bid strategies leverage AI-powered automation and goal-driven optimization to help advertisers achieve specific performance goals efficiently across multiple campaigns, ad groups, and keywords in Google Ads.

Impact on keywords

Portfolio bidding strategies in Google Ads can impact the performance of individual keywords within a campaign by optimizing bids across multiple campaigns, ad groups, and keywords collectively to achieve specific performance goals.

Here’s how portfolio bidding strategies affect the performance of individual keywords within a campaign:

  1. Automated Bid Adjustments:

    • Portfolio bidding strategies automatically adjust bids to balance under- and over-performing campaigns that share the same strategy. This means that bids for individual keywords within a campaign can be optimized based on the overall performance of the portfolio, leading to more efficient bid management
  2. Weighted Average tCPA:

    • With portfolio bidding, Google aims for the weighted average target cost-per-acquisition (tCPA) across the group of campaigns. While some campaigns may have higher or lower CPAs, the strategy optimizes bids to achieve an overall target CPA for the entire portfolio. This approach influences individual keyword performance within campaigns
  3. Shared Budget Optimization:

    • Portfolio bidding allows for shared budgets and bid optimization across multiple campaigns working towards the same goal. By pooling resources and letting Google allocate budgets optimally, individual keywords benefit from a more strategic and efficient allocation of resources within the campaign
  4. Performance Balancing:

    • The strategy balances bid adjustments across campaigns to maximize conversions, clicks, target impression share, or other performance goals collectively. This balancing act ensures that underperforming keywords receive necessary bid adjustments while maintaining high-performing keywords’ bids at optimal levels
  5. Campaign-Level Bid Strategy:

    • In a portfolio bid strategy, you can set bid strategies at the campaign level or share a portfolio bid strategy with multiple campaigns. This allows for bid adjustments that impact individual keyword performance within each campaign while aligning with the overall portfolio goals

In brief, portfolio bidding strategies influence individual keyword performance within a campaign by automating bid adjustments based on overall portfolio performance, optimizing bids to achieve specific goals across multiple campaigns, balancing bid optimizations to maximize performance goals, and allowing for strategic bid management at both the campaign and keyword levels within the portfolio.

Ad groups

Portfolio bidding strategies allow for flexibility and customization by grouping together multiple campaigns, ad groups, and keywords while still enabling the use of various Smart Bidding strategies at the ad group level.

This means that within a single portfolio bid strategy, you have the option to apply different bidding strategies to individual ad groups based on their specific performance goals and requirements

By leveraging portfolio bidding strategies in Google Ads, advertisers can set different Smart Bidding strategies like Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, Maximize clicks, or Target impression share at the ad group level within a portfolio bid strategy.

This level of granularity allows for tailored bid optimization to meet the unique objectives of each ad group while benefiting from the collective optimization capabilities of the portfolio bid strategy across multiple campaigns

Within a portfolio bidding strategy in Google Ads, you have the flexibility to apply different bidding strategies to individual ad groups based on their specific performance goals and requirements. This customization at the ad group level allows for more targeted bid optimization within the overarching portfolio bid strategy framework.

KPIs

To measure the success of a portfolio bidding strategy in Google Ads, you can evaluate its performance based on key metrics and outcomes aligned with your advertising goals. Here’s how you can measure the success of a portfolio bidding strategy:

  1. Performance Metrics:

    • Monitor key performance indicators (KPIs) such as conversions, conversion value, clicks, impression share, return on ad spend (ROAS), cost-per-acquisition (CPA), and other relevant metrics to assess the effectiveness of the portfolio bidding strategy
  2. Comparison with Goals:

    • Compare the actual performance of your campaigns under the portfolio bidding strategy with your predefined goals and targets. Analyze whether the strategy is helping you achieve your desired outcomes efficiently
  3. Budget Allocation:

    • Evaluate how the portfolio bidding strategy allocates budgets across campaigns and ad groups. Assess whether resources are distributed effectively to maximize performance and reach campaign objectives
  4. Bid Optimization:

    • Analyze how well the portfolio bidding strategy optimizes bids across multiple campaigns to drive results. Check if bids are adjusted appropriately to meet performance goals and improve overall campaign performance
  5. Shared Data Insights:

    • Utilize shared data insights within the portfolio bid strategy to understand how campaigns are performing collectively. Evaluate how data sharing among campaigns impacts bid optimization and overall success
  6. Performance Trends:

    • Track performance trends over time to identify patterns, fluctuations, or improvements in campaign performance under the portfolio bidding strategy. Look for consistent improvements or areas that may require adjustments
  7. Competitive Analysis:

    • Conduct competitive analysis to see how your campaigns perform relative to competitors in the same space. Assess whether the portfolio bidding strategy gives you a competitive edge in bid management and performance optimization

Pros and Cons

Pros:

  1. Efficient Bid Management: Portfolio bidding strategies allow for centralized bid management across multiple campaigns, ad groups, and keywords, streamlining the process and saving time

  2. Goal-Driven Optimization: These strategies are goal-driven, using Google AI to set bids based on specific objectives like Target CPA, Maximize conversions, Maximize conversion value, Target ROAS, and Target impression share, helping advertisers achieve their performance goals

  3. Flexibility and Customization: Portfolio bids offer flexibility by allowing advertisers to fine-tune bids at both the strategy and ad group levels, providing control over bidding to optimize performance based on individual campaign goals

  4. Shared Budgets: Linking shared budgets to portfolio bid strategies can help in managing budgets efficiently across multiple campaigns, ensuring consistent allocation of resources

  5. Automated Optimization: Portfolio bidding strategies leverage automation and advanced algorithms to optimize bids in real-time, maximizing the effectiveness of ad spend and improving overall campaign performance

Cons:

  1. Lack of Transparency: Some aspects of portfolio bidding strategies may lack transparency, making it challenging for advertisers to fully understand all the factors influencing bidding decisions

  2. Relinquishing Control: Using portfolio bidding strategies means relinquishing some control over bidding to machine learning algorithms, which may not align perfectly with advertiser preferences in all cases

  3. Budget Control: Advertisers may have less control over budget allocation as Google’s automated bidding systems determine how to spend the budget to achieve the desired results, potentially leading to unexpected spending patterns

  4. Conversion Tracking Requirement: Effective use of portfolio bidding strategies requires proper conversion tracking. Without accurate conversion tracking, it can be challenging to optimize bids effectively and track campaign performance

  5. Regular Monitoring Required: While portfolio bidding strategies offer automation, they still require regular monitoring and adjustments to ensure they are aligned with campaign goals and performance targets

In brief, Google Ads portfolio bidding strategies offer significant benefits in terms of efficiency, goal-driven optimization, and automation. However, they come with challenges related to transparency, control, budget management, and the need for continuous monitoring to ensure optimal performance. Advertisers should weigh these pros and cons to determine if portfolio bidding strategies align with their specific advertising objectives and preferences.

Optimization

To optimize a portfolio bidding strategy in Google Ads, the best approach involves ongoing testing, analysis, and strategic adjustments to maximize ad performance. Here are the key steps to optimize a portfolio bidding strategy:

  1. Ongoing Testing and Analysis:

    • Continuously test different bidding strategies, settings, and adjustments within your portfolio bid strategy to identify what works best for your campaigns. Regularly analyze performance data to understand which keywords are driving results and which ones may need optimization
  2. Identify Top Performing Keywords:

    • Identify high-performing keywords within your campaigns and allocate more budget towards them to maximize their impact on overall ad performance. Adjust bids for these keywords to ensure they receive sufficient visibility and clicks
  3. Adjust Bid Strategies:

    • Experiment with different Smart Bidding strategies like Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, Maximize clicks, or Target impression share within your portfolio bid strategy. Test how each strategy impacts performance and adjust accordingly
  4. Shared Budget Optimization:

    • Optimize shared budgets within the portfolio bid strategy to ensure that resources are allocated effectively across multiple campaigns. Monitor budget distribution and adjust as needed to maximize performance
  5. Monitor Performance Metrics:

    • Regularly monitor key performance metrics such as conversions, ROAS, CPA, clicks, and impression share to track the effectiveness of your portfolio bidding strategy. Use these metrics to make data-driven decisions for optimization
  6. Utilize Shared Data Insights:

    • Leverage shared data insights within the portfolio bid strategy to understand how campaigns are performing collectively. Use this information to make informed decisions about bid optimizations and adjustments for better results
  7. Refine Bid Strategy Settings:

    • Refine bid strategy settings based on performance trends and insights gained from testing and analysis. Make adjustments to bidding settings, target goals, and bid adjustments to align with your campaign objectives

Best practices

When using portfolio bidding strategies in Google Ads, there are several best practices to optimize performance and achieve your advertising goals effectively. Here are some key recommendations:

  1. Implement Shared Budgets: It is advisable to link shared budgets to portfolio bid strategies as a best practice. This helps in managing budgets efficiently across multiple campaigns and ensures consistent allocation of resources

  2. Fine-Tune Bids: Take advantage of the flexibility offered by portfolio bids to set both strategy-level bids and ad group-level bids. This allows for customized bidding to favor specific ad groups over others, optimizing performance at a granular level

  3. Balance Bid Strategies: When transitioning from standard bidding strategies to portfolio bidding strategies, create a balanced bid strategy that minimizes any adverse impacts on campaign performance. Consider how each strategy affects the target CPA and analyze existing performance and bidding strategies to create an initial bid strategy aligned with your objectives

  4. Optimize Bids Across Campaigns: Use portfolio bids to adjust bids across multiple campaigns, placements, devices, and other parameters to reach performance goals. This flexibility enables you to increase bids on campaigns with higher conversions and decrease bids on campaigns with lower performance, maximizing ROI

  5. Monitor and Refine: Regularly monitor the performance of your portfolio bidding strategies and be prepared to refine them based on the goals and metrics you aim to achieve. Testing and adjusting bids over time is essential to ensure optimal performance and efficiency

  6. Understand Goals and Metrics: To set up portfolio bidding strategies effectively, it is crucial to have a deep understanding of your advertising goals and the metrics you are targeting. Tailor your bidding strategies to align with these objectives for the best results

  7. Consider Automation: Leverage bid automation within portfolio bidding strategies to streamline routine tasks and optimize bidding based on performance data. Automation can help alleviate manual workload and improve efficiency in bid management

Standard bidding strategies vs Portfolio bidding strategies

Standard bidding strategies in Google Ads involve bidding a fixed amount per click, such as manual bidding or cost-per-click (CPC) bidding.

On the other hand, portfolio bidding strategies are more advanced and automated, utilizing machine learning and automation to optimize bids across multiple campaigns, ad groups, and keywords to achieve specific performance goals

The key differences between standard and portfolio bidding strategies in Google Ads are:

  1. Automation and Optimization:

    • Standard bidding strategies involve manual bid adjustments at the campaign or ad group level, while portfolio bidding strategies automate bid management across an entire portfolio of campaigns based on set metrics like conversions, impressions, or other performance goals
  2. Granular Bidding Options:

    • Portfolio bidding strategies offer more granular bidding options, allowing advertisers to adjust bids across campaigns, placements, devices, and more. This level of customization enables bid adjustments based on specific performance data and goals within a portfolio of campaigns
  3. Efficiency and Flexibility:

    • Portfolio bidding strategies provide more control and flexibility by automating both strategy-level and ad group-level bids to maximize performance efficiently. This automation allows for optimizations at a higher level compared to standard bidding strategies
  4. Shared Budgets:

    • Portfolio bidding strategies can be used with shared budgets to manage budget allocation effectively across multiple campaigns. This shared resource approach enhances efficiency in budget management and bid optimization within the portfolio
  5. Goal-Driven Optimization:

    • Portfolio bidding strategies are goal-driven bid strategies that leverage AI-powered optimization to help advertisers reach specific performance objectives like maximizing conversions, increasing clicks, improving ROAS, or targeting impression share efficiently across campaigns

In brief, while standard bidding strategies involve manual bid adjustments at a basic level, portfolio bidding strategies in Google Ads are more sophisticated, automated, goal-driven, and offer advanced optimization capabilities across multiple campaigns to achieve specific performance goals effectively.

When and when not to use

You should use portfolio bidding strategies in Google Ads when you want to optimize bids across multiple campaigns, leverage goal-driven bid strategies, and streamline bid management efficiently. These strategies are particularly beneficial in the following scenarios:

  1. Multiple Campaigns: When managing multiple campaigns with varying performance goals, using a portfolio bidding strategy allows you to centralize bid management and optimize bids across all campaigns effectively

  2. Goal-Driven Optimization: If your primary focus is on achieving specific performance goals like maximizing conversions, increasing clicks, improving ROAS, or targeting impression share, portfolio bidding strategies offer AI-powered bid optimization aligned with these objectives

  3. Efficiency and Automation: Portfolio bidding strategies automate bid management and provide a single place to quickly change bidding settings for all campaigns included in the strategy. This automation saves time and ensures consistent bid optimization across campaigns

  4. Shared Budgets: Implementing shared budgets with portfolio bidding is a best practice that helps in managing budgets efficiently across multiple campaigns. Portfolio bidding strategies can optimize budget allocation based on performance data and campaign goals

  5. Granular Control: If you require flexibility and customization in bid management, portfolio bidding strategies allow for setting both strategy-level bids and ad group-level bids. This granular control enables you to tailor bids to specific campaign requirements and goals

  6. Performance Tracking: When you need to track the performance of multiple campaigns collectively and adjust bids based on real-time data, portfolio bidding strategies provide a centralized location for managing bid strategies and tracking their performance over time

In brief, you should use portfolio bidding strategies in Google Ads when you have multiple campaigns with diverse goals, seek goal-driven optimization, value efficiency through automation, want to implement shared budgets effectively, require granular control over bids, and need centralized performance tracking for your advertising efforts.

When you shouldn’t use portfolio bidding strategies in Google Ads is when you prefer more manual control over individual campaigns, ad groups, and keywords, and when the complexity of setting up and monitoring these advanced strategies outweighs the benefits for your advertising goals.

Portfolio bidding strategies may not be suitable in the following scenarios:

  1. Preference for Manual Control:

    • If you prefer to have direct manual control over individual campaigns, ad groups, and keywords without relying heavily on automated bid optimization, portfolio bidding strategies may not be the best fit
  2. Limited Understanding of Goals and Metrics:

    • If you lack a clear understanding of your performance goals, metrics, or how to align them with bid strategies effectively, the complexity of portfolio bidding strategies may pose challenges in achieving desired outcomes
  3. Time and Resource Constraints:

    • Setting up and monitoring portfolio bidding strategies require time, effort, and continuous testing to refine bids for optimal performance. If you have limited resources or time to dedicate to this level of bid management, standard bidding strategies might be more suitable
  4. Adherence to Standard Bidding Practices:

    • For advertisers who prefer traditional fixed-cost-per-click (CPC) bidding or manual bid adjustments at a campaign or ad group level and find these methods sufficient for their advertising goals, portfolio bidding strategies may not be necessary
  5. Campaign-Specific Optimization:

    • If your campaigns have unique requirements that are best managed individually rather than collectively within a portfolio bid strategy, sticking to standard bidding practices tailored to each campaign’s needs might be more effective

In brief, you shouldn’t use portfolio bidding strategies in Google Ads when you prefer manual control over bids, have limited understanding or resources for complex bid management, prioritize traditional bidding practices over automation, or when individual campaign optimization is more critical than collective bid management across multiple campaigns.

Use cases

Portfolio bidding strategies offer the following use cases:

  1. Optimizing Bids Across Multiple Campaigns: Portfolio bids automate bidding for an entire portfolio of campaigns, allowing advertisers to adjust bids across multiple campaigns simultaneously to achieve desired results based on specific metrics like conversions, impressions, and more

  2. Fine-Tuning Bids: Advertisers can set strategy-level bids for individual ad groups within the portfolio, enabling fine-tuning of bids to favor specific ad groups over others. Additionally, ad group-level bids can be manually set, overriding the strategy-level bids for further customization

  3. Efficiency and Customization: Portfolio bids provide maximum efficiency by allowing customization and management of all bids at the same time, reducing manual bidding time and increasing return on investment. Advertisers can adjust bids across campaigns, placements, devices, and more to optimize performance

  4. Granular Bidding Options: With portfolio bids, advertisers have access to more granular bidding options, such as bid adjustments across campaigns, placements, devices, and other parameters. This flexibility enables advertisers to increase bids on campaigns with higher conversions and decrease bids on campaigns with lower performance

Scenarios

Portfolio bidding strategies in Google Ads offer a range of goal-driven options to help advertisers achieve specific objectives efficiently. Here are some examples of goals that can be achieved with portfolio bidding strategies:

  1. Maximize Conversions: One of the primary goals achievable with portfolio bidding strategies is to maximize conversions. By using strategies like Target CPA, Maximize Conversions, or Maximize Conversion Value within a portfolio bid strategy, advertisers can optimize bids to drive more conversions across multiple campaigns and ad groups

  2. Increase Clicks: If the goal is to generate more traffic to a website, focusing on maximizing clicks can be achieved through portfolio bidding strategies. Strategies like Maximize Clicks within a portfolio bid strategy can help increase the volume of clicks while managing bids effectively

  3. Improve Return on Ad Spend (ROAS): For advertisers looking to optimize for conversion value and achieve a specific return on ad spend, using strategies like Target ROAS within a portfolio bid strategy can help in maximizing the value generated from advertising investments

  4. Target Impression Share: When the objective is to increase brand visibility and reach by targeting specific impression share goals, portfolio bidding strategies offer options like Target Impression Share. This strategy sets bids to reach desired impression share levels across campaigns and ad groups

  5. Optimize for Cost-Per-View (CPV): For video campaigns aimed at increasing views or interactions with ads, leveraging CPV bidding within a portfolio bid strategy can be effective. This strategy charges for views and helps in reaching a broader audience cost-effectively

  6. Enhance Brand Awareness: Focusing on impressions to increase brand awareness can be achieved through vCPM (cost-per-thousand viewable impressions) bidding within a portfolio bid strategy. This strategy puts the brand message in front of customers to enhance brand visibility

  7. Drive Consideration: If the goal is to increase product or brand consideration through video ads, utilizing CPV (cost per view) bidding within a portfolio bid strategy can help in promoting products or brands effectively

By aligning specific goals with the appropriate portfolio bidding strategies in Google Ads, advertisers can optimize their campaigns for various outcomes such as conversions, clicks, ROAS, impression share, brand awareness, and consideration effectively across multiple campaigns and ad groups.

How to

To create a portfolio bidding strategy in Google Ads, follow these steps:

  1. Navigate to the Shared Library:

    • Click on the Tools icon in your Google Ads account.
    • Select “Budgets and bidding” from the section menu.
    • Click on “Bid strategies” to access the bid strategies page.
  2. Create a New Portfolio Bid Strategy:

    • Click on the plus button to create a new bid strategy.
    • Choose the type of bid strategy you want to create, which in this case is a portfolio bid strategy.
    • Enter a name for your new portfolio bid strategy.
  3. Select Campaigns:

    • Choose the campaigns you want to include in the portfolio bid strategy. You can also add more campaigns after the strategy is created.
  4. Set Bid Strategy Settings:

    • Enter the bid strategy settings based on your campaign goals and performance objectives.
  5. Save the Portfolio Bid Strategy:

    • Click on the “Save” button to create and save your new portfolio bid strategy in the Shared library.

Alternatively, you can also create or change a portfolio bid strategy with existing campaigns by following these steps:

  1. Select Campaigns:

    • Click on the Campaigns icon in your Google Ads account.
    • Navigate to the Campaigns section and select the campaigns you want to include in the portfolio bid strategy.
  2. Edit Bid Strategy:

    • Click on “Edit” from the navigation menu.
    • Choose “Change bid strategy” from the dropdown menu.
  3. Choose Strategy Type:

    • You can either create a new portfolio bid strategy or use an existing one.
    • If creating a new strategy, enter the settings and give it a name.
    • If using an existing strategy, select the appropriate strategy from the list provided.
  4. Apply Changes:

    • Click on “Apply” to implement the changes and set up the portfolio bid strategy for the selected campaigns.

Additionally, it is recommended to set maximum bid limits to double or triple your average cost-per-click (CPC) to prevent bids from going overboard, especially in situations where Smart Bidding may increase bids excessively, leading to unnecessary spending and potentially lower return on ad spend (ROAS)

That said, Google Ads portfolio bidding strategies offer advertisers advanced automation and control over their bidding process, allowing for efficient bid management across multiple campaigns to achieve specific performance goals.

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